May 22, 2025 – One way to monitor consumer trends and food and beverage trends is through social media listening, that is, the monitoring of social media posts and conversations. Social media in the US can provide consumer insights trends, food and beverage trends, and how GLP-1 drugs are affecting the food, beverage, and supplement industries.
US Consumers Seek Weight Loss Solutions
According to consumer trends research, consumers in the US report taking action to lose and manage their weight. They give a range of reasons for pursuing weight loss. Some US consumers say they want to feel good. Others say they want to look good. Many consumers in the US are familiar with GLP-1 drugs for weight loss. They take GLP-1 drugs mainly to lose weight, and a majority ask their doctor to prescribe the drugs.
The tone of US social media conversations about GLP-1 drugs has changed. US consumers understand that GLP-1 drugs offer health benefits beyond weight loss. Earlier negative sentiment among US consumers about GLP-1 drugs has turned positive. Consumers are less afraid about the side effects of weight loss medications because they have better understanding of how the medications work and help people lose weight successfully.
GLP-1 Drugs Affect Consumer Eating Decisions
Weight loss trends show that more and more US consumers are taking Ozempic, Wegovy and other GLP-1 medications for weight loss. These drugs impact the way consumers eat because they cause consumers to eat less. Consumers also want to eat more healthily and are choosing foods and beverages that are high in protein, rich in nutrients, and packed with functional ingredients. GLP-1 drug users in the US become less interested in eating fast food, as well as snacks that are high in sugar. They also lose interest in drinking alcoholic beverages. The social media posts of US consumers on GLP-1 drugs show that consumers have fewer cravings, want smaller portion sizes, and are less interested in indulgent food and drink products.
US Consumers are Divided Between GLP-1 Drugs and Natural Solutions
In its social media listening, Innova sees that US consumers are divided between using GLP-1 drugs to manage their weight and turning to food and beverage alternatives that are holistic and natural.
This creates opportunities for manufacturers to market products in the US marketplace. One way to innovate in the US food and beverage market is to develop new products that control portion size, boost satiety, and offer wellness benefits. Reflecting on the current weight loss trends, wellness benefits for food and beverage products launched in the US can include gut health and personalized nutrition. By offering these benefits to US consumers, brands can boost consumer loyalty and engage consumers long-term.
Social Media Posts Discuss Health and Protein
Social media listening regarding conversations of US consumers shows that consumers are talking about making healthy food swaps and eating high-protein meals. This results in pressure on snack companies and fast-food chains to adjust their offerings, especially since US consumers are trying to cut back on ultra-processed foods.
Baby Boomers are driving social media conversations in the US regarding GLP-1 drugs. Boomers in the US realize that the benefits of GLP-1 drugs include more than weight loss. One key health benefit is reduction in type 2 diabetes. Another is appetite control without requiring strict dieting.
Changes in Weight Management Could Be Long-Term
Consumer trends research, as well as scientific studies in journals, suggest that GLP-1 drugs have a lasting impact on consumer food habits. US consumers agree that they are eating healthier foods after starting GLP-1 drugs. Some of the changes reported on social media include fewer sweets, more yogurt, more fresh foods, more nutrient-dense choices such as meat and fresh produce, and greater use of supplements. Weight loss trends reveal that US consumers are turning to these foods for energy, to maintain muscle, and to support health overall while they are losing weight. Other areas of interest discussed on social media are functional nutrition, probiotics, fiber, and vitamins, especially for US consumers whose appetite is diminished.
Social Media Supports Opportunities for Product Innovation
US consumers demonstrate interest in mini-meals that are portion-controlled, simple, and convenient, to align with their lower appetite and simpler way of eating. Other opportunities are smoothies and menu suggestions that are supportive of GLP-1 users in the US. Dietitians may offer products and menu suggestions to help meet the needs of GLP-1 users in the US.
Supplements have potential for supporting US consumers taking GLP-1 drugs. Supplements can target metabolism and help control appetite. They also can supply nutrients that may be lacking in the reduced diet chosen by GLP-1 users. Supplement brands can market supplements for GLP-1 users in the US as natural, everyday wellness, personalized nutrition solutions. Also, some supplements are marketed for their ability to boost GLP-1 production naturally.
What’s Next in Weight Management in the US?
The US market presents several opportunities to support GLP-1 users. Desired product features such as high protein and fiber and low sugar can be incorporated into many food and beverage categories, including ready meals, breakfast products, snacks, and drinks. Science-based ingredients that boost satiety naturally such as proteins, prebiotic fiber, and certain fats may appeal to US consumers trying to lose weight with or without GLP-1 medications. Food and beverage brands may work with pharma to create meals, foods, and beverages for US consumers on GLP-1 drugs.
Expect more supplements that work with GLP-1 drugs to support metabolism, balance blood sugar, and improve digestive health. Other supplements may include natural ingredients that enhance GLP-1 production.
This article is based on Innova’s Trending in Weight Loss: GLP-1 Drugs & the F&B Industry in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
